Swizzels launches new advent calendar to help retailers boost festive sales

Swizzels has launched its new advent calendar, designed to help retailers capitalise on early festive demand and boost seasonal sales.

Available in cases of six, the advent calendar features 24 days of Swizzels favourites, including Squashies, Refreshers, Drumstick Chews, and Love Hearts, tapping into the growing consumer trend for nostalgic treats.

The back of the advent calendar introduces the magical world of Sweetville, where each sweet has its own personality, adding a fun, interactive twist and extra on-shelf appeal.

With an rsp of £6, the advent calendar gives retailers an opportunity to cater to early-bird shoppers and drive incremental sales ahead of Christmas.

Clare Newton, trade & shopper marketing manager at Swizzels, says: “We’re excited to launch our brand-new 2025 advent calendar, combining a fresh festive design with some of our most-loved sweets. We know shoppers are increasingly drawn to nostalgic favourites that remind them of their childhood, and our mix of classics and modern creations offers something for the whole family.

“Advent calendars remain a key seasonal driver, and this year’s design is set to stand out on shelves and help retailers boost incremental sales throughout the festive period. With many shoppers starting their Christmas shopping earlier to spread the cost of the occasion, we’d encourage retailers to stock up early and make the most of this growing demand.”

Alongside the new advent calendar, the sweet maker’s Sweet Shop Favourites range, available as tubs, pouches, and vegan-friendly cartons, continues to be one of its bestsellers.

The Swizzels Party Mix Tub also remains a seasonal essential, packed with individually-wrapped sweets ideal for family gatherings, office parties, and festive celebrations.

Swizzels recommends introducing key seasonal lines, including the new advent calendar, from October to capture early planners and maximise repeat purchases throughout the build-up to Christmas.